Year: 2025
Type: conference-paper
Abstract: With the rapid development of digital economy, in the face of increasingly fierce market competition and changing consumer demand, various industries and fields have focused on the formulation and implementation of precision marketing strategies, aiming at enhancing the competitiveness of enterprises and optimizing marketing effects. However, in practical application, enterprises have some shortcomings in data analysis and processing and capturing user attributes and characteristics, which further affects the practical value of precision marketing strategy. In this regard, based on the actual needs of enterprises, this paper will deeply explore the application feasibility of user portrait method in this field, and put forward a set of user portrait construction framework combined with data mining algorithm, in order to integrate multi-dimensional user data, deeply understand users' interests, preferences, behavior habits and spending power, and formulate differentiated marketing strategies. Practice has proved that the overall framework constructs a comprehensive and specific user portrait through data preparation, feature selection, feature extraction, cluster analysis, result interpretation and other steps, which provides a more accurate and efficient basis for enterprises to formulate marketing strategies and realizes the optimization of enterprise precision marketing model.
Authors: Benyu Zhao, Yan Hu
Institution: Chongqing College of Architecture and Technology
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4412790151